| Abstract | 第1-8页 |
| 摘要 | 第8-15页 |
| Chapter One Introduction | 第15-19页 |
| ·The purpose and significance of the study | 第15-16页 |
| ·The methodology of the study | 第16-18页 |
| ·The outlines of the study | 第18-19页 |
| Chapter Two Literature Review | 第19-33页 |
| ·Overview of brand name | 第19-28页 |
| ·Definition of brand name | 第19-20页 |
| ·Strategies of brand naming | 第20-23页 |
| ·Naming according to product’s implicit benefit | 第20-21页 |
| ·Naming according to script of brand name | 第21页 |
| ·Naming according to people’s name | 第21-22页 |
| ·Naming according to names of objects | 第22页 |
| ·Naming according to place names | 第22-23页 |
| ·Naming with a coinage | 第23页 |
| ·Criteria of brand naming | 第23-26页 |
| ·To be easy to spell and pronounce | 第24页 |
| ·To please both the eye and the mind | 第24-25页 |
| ·To be easy to remember | 第25页 |
| ·To be distinctive | 第25页 |
| ·To have legal validity | 第25-26页 |
| ·To respect cultural customs of target market | 第26页 |
| ·Function of brand name | 第26-28页 |
| ·To identify products | 第26-27页 |
| ·To promote enterprises’image | 第27页 |
| ·To build up brand image | 第27-28页 |
| ·To cut down marketing expenses | 第28页 |
| ·To increase brand equity rapidly | 第28页 |
| ·Overview of brand name translation | 第28-33页 |
| ·Validity of brand name translation | 第28-29页 |
| ·Translation theories guiding brand name translation | 第29-30页 |
| ·Studies on brand name translation abroad | 第30-31页 |
| ·Studies on brand name translation in China | 第31-33页 |
| Chapter Three Theoretical Framework of the Study | 第33-41页 |
| ·Adaptation Theory | 第33-37页 |
| ·Making choices | 第34-35页 |
| ·Variability, negotiability and adaptability | 第35-36页 |
| ·Investigation from four angles: context, structure, dynamics & salience | 第36-37页 |
| ·Application of Adaptation Theory in translation | 第37-41页 |
| ·Translation as a choice-making process | 第38页 |
| ·Translation as a dynamic process of choice-making | 第38-39页 |
| ·Contextual adaptability | 第39-40页 |
| ·Salience in translator | 第40-41页 |
| Chapter Four Analysis on National Products’Brand Name Translation | 第41-62页 |
| ·Adaptation to linguistic features | 第42-48页 |
| ·Adaptation to sound orientation | 第42-45页 |
| ·Adaptation to English sound orientation | 第42-43页 |
| ·Adaptation to Chinese sound orientation | 第43-45页 |
| ·Adaptation to meaning orientation | 第45-47页 |
| ·Adaptation to foreign language meaning | 第46页 |
| ·Adaptation to Chinese meaning | 第46-47页 |
| ·Summary | 第47-48页 |
| ·Adaptation to the characteristics of products | 第48-50页 |
| ·Adaptation to the property of products | 第48页 |
| ·Adaptation to the nature of products | 第48-49页 |
| ·Summary | 第49-50页 |
| ·Adaptation to the target consumers | 第50-55页 |
| ·Adaptation to the mental world of the target consumers | 第50-52页 |
| ·Adaptation to the cognitive world of the target consumers | 第51页 |
| ·Adaptation to the emotive world of the target consumers | 第51-52页 |
| ·Adaptation to the sex of the target consumers | 第52-53页 |
| ·Adaptation to the age of the target consumers | 第53-55页 |
| ·Summary | 第55页 |
| ·Adaptation to the society of the target market | 第55-62页 |
| ·Adaptation to the social settings or institutions | 第55-56页 |
| ·Adaptation to the culture | 第56-61页 |
| ·Belief of the society | 第57-58页 |
| ·Value system | 第58页 |
| ·Social customs and habits | 第58-60页 |
| ·Foreignization trend and fashion | 第60-61页 |
| ·Summary | 第61-62页 |
| Chapter Five Conclusion | 第62-67页 |
| ·Summary of the thesis | 第62-63页 |
| ·The major findings of the thesis | 第63-65页 |
| ·Limitations | 第65-67页 |
| Reference | 第67-71页 |
| Appendix Ⅰ | 第71-78页 |
| Appendix Ⅱ | 第78-85页 |
| Acknowledgements | 第85-86页 |
| 攻读硕士学位期间发表的论文 | 第86-87页 |
